The Demise of Seventeen Magazine, Print Edition

The THUD factor. That’s what I remember most about the always-anticipated Seventeen magazine back-to-school issue when I was in high school. There was no clothes shopping for me until I had time to devour that issue and read about the latest fashion ideas.

17 back to school issue

Thick, glossy pages, were full of so much critical information for a high school girl to absorb. I can remember tall boots, suede jackets with elbow patches, knee length skirts. I think much is in similar style today!

Of all the print magazines that have disappeared from the newsstands, this one was the stiletto to my heart. Seventeen was such a big part of my formative years. It is perhaps one reason why I remain a magazine junkie today, why my entire career has been working in magazines and media.

According to Folio, Seventeen will live on mainly in a digital format. Sorry, but that isn’t as visceral or sexy as opening the gate-fold covers, folding down and flagging pages to re-visit, ripping out pages to take to the store to copy, stacking them along my wall to read again and again.

I know. We didn’t have 24-hour access to shopping, Instagram influencers, the latest fashions, and ability to purchase from around the world. But some of that anticipation, the imagination, the memories might also be missing from the experience.

What are some magazines/TV shows that influenced your high school years that have vanished from the media landscape today?

The journey continues.


P.S.  On the tail of posting this, news came out that Glamour was also ceasing print.  Wow.

2016 Marketing Plan Flip

For magazine publishers, media companies, information services companies—whichever moniker you go by–2015 has been a challenging year for magazine audience development. Response rates have dropped, and there is more demand for data about subscribers that they do not want to share.

It’s time for 2016 budgeting and planning for many companies. I think we should consider flipping many of the marketing plans upside down, act differently to improve results in 2016.

Here are some ideas I have that you can incorporate in your 2016 marketing efforts:

  • Keep testing on larger email efforts.The incremental response differences add up—and you will learn more about your customers. There are many posts with testing ideas on my blog including this one.
  • Review where telemarketing falls on your plan. Test it earlier, especially for subscribers without email addresses on file. Can you do some dual-pub efforts in one call?
  • Use all available internal lists for your marketing efforts. Recently, I had positive results calling an internal list that had previously only been used for email efforts.
  • Do list exchanges with partner companies or consider list trades with competitors.
  • When setting up trade show exchanges, include sending out emails to the attendee list or the host company’s house list. This can net some brand new names for your database.
  • Does your web site include ads and pop ups offering free subscriptions?
  • If someone signs up for a quote or membership on your site, the welcome link/email can include an offer to subscribe.
  • Can you test any direct mail, even an inexpensive tip-cover?

Today’s brands are multi faceted, including other components such as magazines, enewsletters, events, website membership and downloads, and research. Oftentimes, the audience development budget is still subscriber-focused (especially if the magazine is BPA or AAM audited and/or has periodicals mailing privileges).

If that holds true for your brand,  it’s imperative that 1—magazine subscribers help support the entire brand and 2—“owners” of all the brand elements work together to help find invested, active users.   Make sure your audience development guru know all the segments you are trying to reach.

The journey continues.